Lowe’s Social Media Rhetoric Analysis

Hashtags Used

Facebook: None

Twitter: None

Instagram: #lowes (x3) #hypermade #hyperlapse #bathroom (x2) #renovation  #storage #shelves

Pinterest: None

 

Same Post, Different Site

Lowe’s posted three separate photos on Instagram which were then made into one photo collage and used on both Facebook and Twitter.  The collage was not used on Instagram or Pinterest.

Overall, Lowe’s does not seem to post the same content across different social media sites.

 

Analysis

Lowe’s tends to use a lot of calls to action in their posts.  Some posts, for example the top Facebook posts here, give a brief description and an external link, letting the audience know they can view more photos, information, etc if they follow the link.  Many posts ask the audience to also check them out or follow them on other websites.  The top Twitter post said, “Follow us on Instagram for endless inspiration”.  This was used on the photo collage, which was a smart photo choice for the caption as it shows multiple ideas in the photo, which also hints at endless inspiration.  There is a more subtle call to action on the second top Twitter post, which states, “Our helpful hints pinboard will blow your mind (& make your life easier!)”.  Lowe’s then gave an external link to this board.  Lowe’s also @ tagged Pinterest, which is smart because then all Pinterest followers on Twitter will also see the tweet, which gives the content more exposure.

The photos on Instagram are all very professional and well-lit, with some being more colorful and others having a more rustic look depending on what they are advertising for.  They use this same style of photo across sites.  The difference is that they do not appear to have ever posted photo collages on Instagram, though they will use individual photos from Instagram to create collages to use on other sites.

Hashtags are only used on Instagram, and other businesses are only tagged in posts on Twitter.

The posts on Pinterest are kept short and to the point.  They do not use a call to action, perhaps because the pin itself could be considered a call to action as the point of the website is to pin content, and to visit the website being pinned.  Pinterest is also the only site that Lowe’s posts photos with words, such as the third most popular post shown.  This could be in part because Lowe’s uses such short descriptions.  Posts that use visuals tend to get more attention that text-only posts.

Though many of the posts are for Do-It-Yourself (DIY) projects, this term is rarely used.  In the posts I selected, which were the top three posts from the last three weeks on the four most popular social networking sites, the term “DIY” was used twice, both times on Facebook.  This is interesting to me because one thing that Pinterest is known for is pins about DIY projects.

Lowe’s does use the phrase “easy-to-build” on a post about shelving, and Lowe’s also uses the word “project” three times and “create” once, so that people know that things needed for a DIY project are available at Lowe’s.  Most of the posts are to advertise for products available at Lowe’s, either ready made or items that can be used for projects.

Every post that I chose from Facebook, Twitter, and Instagram gives external links to products and ideas on how to use Lowe’s products. Pinterest doesn’t provide external links in the description, possibly because it is a bit redundant as all pins are external links.

 

 

 

Lowe’s – Social Media Presence

Most popular posts across Lowe’s social media accounts during the past three weeks (07 Feb – 27 Feb)

Facebook

37k likes, 577 comments, 3,414 shares

Lowe’s Instagram = Where all your DIY dreams come true. Follow along: http://sm.lowes.com/brwQ2

31k likes, 207 comments, 1,015 shares

Bedroom Refresh Tip: Light, neutral colors with a pop of one bright color creates harmony without overwhelming your space.
For more tips, visit DIY Playbook’s blog here: http://sm.lowes.com/brgpw

27k likes, 403 comments, 997 shares

Lowe’s Style Ambassador, Nicole Gibbons updated this kitchen for one lucky couple with new cabinets, flooring, appliances and paint from Lowe’s.

See the full transformation here: http://sm.lowes.com/bsmPk

Twitter

 

Instagram

 

Pinterest

 

 

 

 

 

 

 

 

 

 

 

Brand Overview – Lowe’s

The Lowe’s website is well organized which makes navigation and finding information fairly easy.  Their About page breaks down information about the company into further categories, with links to pages about Lowe’s press, social responsibility, and requesting a Lowe’s in your city, to name a few.  Their company information page provides a concise history of the company, a paragraph about the type of customers who usually shop there, and another paragraph about how Lowe’s gives back to the community.

Lowe’s was founded in 1946 as a small hardware store and has grown to become one of the largest home improvement companies.  They have hardware, tools, appliances, fixtures, generators, fireplaces, curtains, paint, windows, patio furniture, and a lot more.

In addition to items they offer for sale, they also promote Do-It-Yourself projects to give customers inspiration. This is something that will attract more customers while also advertising – for example, if you need PVC pipe for a project, you can buy it at Lowe’s.

They give ideas for storage solutions, which you can purchase at Lowe’s, such as shelving, or you can buy the pieces at Lowe’s and make it yourself.

They also give helpful tips such as how to grill meats.  This is more good content for them to post because even if the customer doesn’t purchase the grill at Lowe’s, or already has a grill, he or she can still appreciate the help and insight and may go on to “like” the Facebook page for more tips like this.